We assembled a team of 10 influencers from a variety of industries and paired them with CAD artists to design a suite of 3D-printed holiday gifts. On December 3rd (D3 for 3D) and December 4th we gave away 300+ customized gifts to fans on Twitter using the hashtag #3DPrintMyGift. We engaged with each fan multiple times to create a personalized and educational experience, asking for their preferred color choice and showing them a CAD rendering, time-lapse video, and image of the finished product. Fans that missed out were surprised with a 3D-printed Santa’s sleigh ornament designed by the maker community.

The Twitter-led campaign generated more than 4 million impressions and 9k hashtag mentions. 6.7k of them happened on December 3rd alone, leading the #3DPrintMyGift hashtag to organically trend in the US. Cross-promoted content on Facebook, LinkedIn, Pinterest, Google+, and Vine led to 370k additional social engagements. Innovative media partnerships with Gawker Media and Undertone drove 8.4M more impressions, while creative partnerships with AsapSCIENCE, Mashable, and BuzzFeed led to 1.6 million views. Finally, a Nielsen Brand Effect Survey run by Twitter during the campaign proved that exposure to it had positive effects on favorability and perception of GE as more innovative.